Kevin Slade, Head of Next Gen at Swedish luxury bed manufacturer DUXIANA, talks about their recent partnership with Tottenham Hotspur FC and why The DUX Bed is more than just a mattress.
Towards the end of last year, DUXIANA became the official bed supplier to Tottenham Hotspur Football Club after the Premier League outfit was impressed with The DUX Bed and all the benefits it provides to their players.
The Club decided to put its trust in The DUX Bed as it is more than just a bed, but more a sleep system and a vehicle for wellbeing. Furthermore, the appointment is based on the Club’s desire for its players to achieve the maximum amount of deep sleep to enable both mind and body recovery for performance at the highest level.
As part of the partnership, DUXIANA has furnished the Club’s state-of-the-art player accommodation facility, The Lodge, with their most premium bed, the 8008, which boasts three layers of their unique supportive continuous coil springs, along with two layers of natural latex, which together provides unrelieved levels of comfort – but more on the product a bit later.
In addition to the players sleeping in The DUX Bed at The Lodge, and due to the importance of sleep continuity, DUXIANA has also provided an identical set up of bed and accessories within the players homes, as Kevin explains: “To ensure that the players gain the full effects of sleeping in The DUX Bed, a personalised fitting for each player has been carried out to set their Pascal, lumbar support and pillow needs, which is the level of attention to detail we provide to all our DUX users.
“We carried out a two-day event at the training ground where the players could come to meet with us around their schedule to learn about the brand, the products and the benefits The DUX Bed will deliver for them, something we do in all our stores for each and every customer. During this session we fitted each player with our unique customisable comfort zone system called Pascal, along with adjustable lumbar support and finally the perfect pillow in order to achieve the correct alignment of the body to achieve the deep sleep they require for mind and body recovery. This is our most customisable product due to having both the one-of-a-kind Pascal, a system comprising of interchangeable comfort zones to ensure full body support, along with an adjustable lumbar support.
“We see this appointment as more than just to supply our products but one that sees two iconic brands come together that are steeped in history, focussed on health and wellbeing and dedicated to sustainability. We look forward to doing great things together through a long-lasted collaboration. However, our primary focus being to play our part in helping this great team achieve its goals.”
“The partnership is working really well and the products have been really well received as has our concierge style of service.”
Fran Jones, Partnerships Director at Tottenham Hotspur, was full of praise with how the partnership is developing. “We’re pleased to bring DUXIANA into our growing family of suppliers. DUXIANA has a long history of designing and manufacturing the best sleep systems to help increase health and wellness, and we look forward to the benefits of bringing their products to our player accommodation facility, The Lodge.”
And so far, so good, as Kevin added: “The partnership is working really well, the products have been really well received as has our concierge style of service. We are now planning for upcoming events, photo shoots and joint studies, whilst working on collaborations with other partners. We have also received a very positive amount of interest from other professional sporting establishments from the UK and around the world that are now aware of DUXIANA and The DUX Bed.”
With the partnership in full swing, Kevin explained just why Tottenham Hotspur were drawn to the product and the benefits it brings, which was also on show at the recent January Furniture Show earlier this year. “The DUX Bed is comprised of customisable components. Each component is replaceable and some even upgradable. Our top pad is not fastened to the bed for greater flexibility. The top of the mattress unzips to allow access to the Pascal customisable support system and the dual spring bases operate independently of each other. The result is a bed that cannot only be restored as it shows wear, but may be improved with the release of new accessories and technological innovations.”
Furthermore, DUXIANA has says its bed is “essentially hollow” to allow air flow to be generated by the user’s movements. The streaming air can not only shuttle body heat out of the mattress, but can also produce the level of ventilation necessary to help combat odours, bacteria and fungus.
“We take sleep seriously,” adds Kevin. “We study it. We measure it. We investigate its every aspect. DUX High-Performance Sleep Systems are the result of over 90 years of research and development. Our products provide an unrivalled level of ergonomic support to help you experience significantly higher quality sleep.
“When your body sinks low enough into a mattress to suppress the movement, your brain sends a signal powerful enough to snatch you out of deep sleep. To prevent it, you need a deep sleep mattress that can dynamically contour to your body movements. The DUX sleep science mattress adjusts itself to the weight and shape of your body. It moves as you move. It conforms to your contours, providing active support.
“An independent sleep study, conducted by the Karolinska Institute of Sweden, sleep patterns were measured. The researchers studied individuals sleeping on various innerspring mattresses, using an EEG to record the electrical activity in the brain’s cerebral cortex. The study demonstrated that DUX users not only reached the Deep Sleep stage faster but remained there longer.”
In fact, everything started in Sweden back in 1926, in Malmö, where Efraim Ljung launched his first innerspring mattresses’ production. Four Ljung family generations later, DUX has become a global brand, operating across 88 stores in 34 countries worldwide and also produces furniture such as chairs and tables, as well as bedding, with a sustainable ethos.
DUXIANA takes sustainability seriously and holds an Oeko-Tex 100 Certificate. The Oeko-Tex Standard 100 is an independent testing and certification system for textile raw materials, intermediate and end products at all production stages. This certificate confirms that its beds meet strict human-ecological requirements, being completely free of unhealthy or harmful chemicals. “The bed base is also constructed with wood harvested from Northern Sweden, where bitter cold winters produce a slow growth pine that is unmatched in strength,” Kevin revealed, while the latex used in The DUX Bed is a natural product harvested from the hevea or “rubber” tree.
So far this year, Kevin said that business has been “strong” but with a mixed performance across some markets. “Business is strong, better in some markets than others but as we operate in 34 countries around the world you have to expect some differences. However, overall, we are very happy with the start of 2023.
“We have a very exciting year ahead with the expansion of the DUX Partner Programme that will see us opening in new markets and growing our partner network within existing markets such as the UK. We can’t wait to welcome new partnerships and build on our existing relationships.”
